Product Launches

Wausau Paper™ Exact Ice™ Product Launch

Chilling the competition

A discerning bunch, printers scrutinize paper like diamond merchants. So when Wausau Paper™ launched its new, bright value paper, Larsen knew it had to shine. First, we developed a direct mail campaign under the theme "Better on Ice." The colorful series showed cold-weather animals and winter-sports motifs set in balmy surroundings. Next, the print promotion extended the theme into a new conceptual direction —applying exquisite Arctic photography to demonstrate a variety of printing techniques. Large in format and irresistible to the eye, the promotion invited printers to explore all the cool qualities of Exact Ice™.